Contemporary Marketing

Description

Cover Front End Sheet 2 Front End Sheet 3 Title Statement Copyright Dedication About the Author Brief Contents Contents Preface Part 1: Designing Customer-Oriented Marketing Strategies Ch 1: Marketing: The Art and Science of Satisfying Customers Ch 1: Introduction Ch 1: Chapter Overview What Is Marketing? Five Eras in the History of Marketing Avoiding Marketing Myopia Extending the Traditional Boundaries of Marketing Nontraditional Marketing From Transaction-Based Marketing to Relationship Marketing Costs and Functions of Marketing Ethics and Social Responsibility: Doing Well by Doing Good Ch 1: Review of Chapter Objectives Ch 1: Marketing Terms You Need to Know Ch 1: Assurance of Learning Review Ch 1: Projects and Teamwork Exercises Ch 1: Critical-Thinking Exercises Ch 1: Ethics Exercise Ch 1: Internet Exercises Ch 1: Notes Ch 2: Strategic Planning in Contemporary Marketing Ch 2: Introduction Ch 2: Chapter Overview Marketing Planning: The Basis for Strategy and Tactics Steps in the Marketing Planning Process Successful Strategies: Tools and Techniques Elements of a Marketing Strategy Methods for Marketing Planning Ch 2: Review of Chapter Objectives Ch 2: Marketing Terms You Need To Know Ch 2: Assurance of Learning Review Ch 2: Projects and Teamwork Exercises Ch 2: Critical-Thinking Exercises Ch 2: Ethics Exercise Ch 2: Internet Exercises Ch 2: Notes Ch 3: The Marketing Environment, Ethics, and Social Responsibility Ch 3: Introduction Ch 3: Chapter Overview Environmental Scanning and Environmental Management The Competitive Environment The Political–Legal Environment The Economic Environment The Technological Environment The Social–Cultural Environment Ethical Issues in Marketing Social Responsibility in Marketing Ch 3: Review of Chapter Objectives Ch 3: Marketing Terms You Need To Know Ch 3: Assurance of Learning Review Ch 3: Projects and Teamwork Exercises Ch 3: Critical-Thinking Exercises Ch 3: Ethics Exercise Ch 3: Internet Exercises Ch 3: Ethics Questionnaire Answers Ch 3: Notes Ch 4: Social Media: Living in the Connected World Ch 4: Introduction Ch 4: Chapter Overview What Is Social Media? How Consumers and Businesses Use Social Media Creating a Social Media Marketing Plan Goals and Strategies of a Social Media Marketing Plan Producing Content and Implementing the Plan Monitoring, Measuring, and Managing the SMM Campaign Ethical and Legal Issues Careers in Social Media Marketing Ch 4: Review of Chapter Objectives Ch 4: Marketing Terms You Need to Know Ch 4: Assurance of Learning Review Ch 4: Projects and Teamwork Exercises Ch 4: Critical-Thinking Exercises Ch 4: Ethics Exercise Ch 4: Internet Exercises Ch 4: Notes Ch 5: E-Business: Managing the Customer Experience Ch 5: Introduction Ch 5: Chapter Overview The Digital World E-Business and E-Marketing B2B E-Marketing B2C E-Marketing Challenges in E-Business and E-Marketing Marketing and Web Communication Building an Effective Web Presence Ch 5: Review of Chapter Objectives Ch 5: Marketing Terms You Need to Know Ch 5: Assurance of Learning Review Ch 5: Projects and Teamwork Exercises Ch 5: Critical-Thinking Exercises Ch 5: Ethics Exercise Ch 5: Internet Exercises Ch 5: Notes Part 2: Understanding Buyers and Markets Ch 6: Consumer Behavior Ch 6: Introduction Ch 6: Chapter Overview Interpersonal Determinants of Consumer Behavior Personal Determinants of Consumer Behavior The Consumer Decision Process Problem or Opportunity Recognition Classifying Consumer Problem-Solving Processes Ch 6: Review of Chapter Objectives Ch 6: Marketing Terms You Need to Know Ch 6: Assurance of Learning Review Ch 6: Projects and Teamwork Exercises Ch 6: Critical-Thinking Exercises Ch 6: Ethics Exercise Ch 6: Internet Exercises Ch 6: Notes Ch 7: Business-to-Business (B2B) Marketing Ch 7: Introduction Ch 7: Chapter Overview Nature of the Business Market Segmenting B2B Markets Characteristics of the B2B Market Business Market Demand The Make, Buy, or Lease Decision The Business Buying Process The Buying Center Concept Developing Effective Business-to-Business Marketing Strategies Ch 7: Review of Chapter Objectives Ch 7: Marketing Terms You Need to Know Ch 7: Assurance of Learning Review Ch 7: Projects and Teamwork Exercises Ch 7: Critical-Thinking Exercises Ch 7: Ethics Exercise Ch 7: Internet Exercises Ch 7: Notes Ch 8: Global Marketing Ch 8: Introduction Ch 8: Chapter Overview The Importance of Global Marketing The International Marketing Environment Multinational Economic Integration Going Global Strategies for Entering Foreign Markets From Multinational Corporation to Global Marketer Developing an International Marketing Strategy The United States as a Target for International Marketers Ch 8: Review of Chapter Objectives Ch 8: Marketing Terms You Need to Know Ch 8: Assurance of Learning Review Ch 8: Projects and Teamwork Exercises Ch 8: Critical-Thinking Exercises Ch 8: Ethics Exercise Ch 8: Internet Exercises Ch 8: Notes Part 3: Target Market Selection Ch 9: Market Segmentation, Targeting, and Positioning Ch 9: Introduction Ch 9: Chapter Overview Types of Markets The Role of Market Segmentation Segmenting Consumer Markets Geographic Segmentation Demographic Segmentation Psychographic Segmentation Product-Related Segmentation The Market Segmentation Process Strategies for Reaching Target Markets Selecting and Executing a Strategy Ch 9: Review of Chapter Objectives Ch 9: Marketing Terms You Need to Know Ch 9: Assurance of Learning Review Ch 9: Projects and Teamwork Exercises Ch 9: Critical-Thinking Exercises Ch 9: Ethics Exercise Ch 9: Internet Exercises Ch 9: Notes Ch 10: Marketing Research in the Era of Big Data Ch 10: Introduction Ch 10: Chapter Overview The Marketing Research Function The Marketing Research Process Data Collection in the Marketing Process Primary Research Methods Conducting International Marketing Research Interpretive Research Ch 10: Review of Chapter Objectives Ch 10: Marketing Terms you need to Know Ch 10: Assurance of Learning Review Ch 10: Projects and Teamwork Exercises Ch 10: Critical-Thinking Exercises Ch 10: Ethics Exercise Ch 10: Internet Exercises Ch 10: Notes Ch 11: Relationship Marketing and Customer Relationship Management (CRM) Ch 11: Introduction Ch 11: Chapter Overview The Shift from Transaction-Based Marketing to Relationship Marketing Levels of Relationship Marketing Enhancing Customer Satisfaction Building Buyer–Seller Relationships Customer Relationship Management Buyer–Seller Relationships in Business-to-Business Markets Improving Buyer–Seller Relationships in Business-to-Business Markets Vendor-Managed Inventory Evaluating Customer Relationship Programs Sales Forecasting Ch 11: Review of Chapter Objectives Ch 11: Marketing Terms You Need to Know Ch 11: Assurance of Learning Review Ch 11: Projects and Teamwork Exercises Ch 11: Critical-Thinking Exercises Ch 11: Ethics Exercise Ch 11: Internet Exercises Ch 11: Notes Part 4: Product Decisions Ch 12: Product and Service Strategies Ch 12: Introduction Ch 12: Chapter Overview What Is a Product? What Are Goods and Services? Importance of the Service Sector Classifying Goods and Services for Consumer and Business Markets Types of Business Products Quality as a Product Strategy Development of Product Lines The Product Mix The Product Lifecycle Extending the Product Lifecycle Product Deletion Decisions Ch 12: Review of Chapter Objectives Ch 12: Marketing Terms You Need to Know Ch 12: Assurance of Learning Review Ch 12: Projects and Teamwork Exercises Ch 12: Critical-Thinking Exercises Ch 12: Ethics Exercise Ch 12: Internet Exercises Ch 12: Notes Ch 13: Developing and Managing Brand and Product Categories Ch 13: Introduction Ch 13: Chapter Overview Managing Brands for Competitive Advantage Product Identification New-Product Planning The New-Product Development Process Product Safety and Liability Ch 13: Review of Chapter Objectives Ch 13: Marketing Terms You Need to Know Ch 13: Assurance of Learning Review Ch 13: Projects and Teamwork Exercises Ch 13: Critical-Thinking Exercises Ch 13: Ethics Exercise Ch 13: Internet Exercises Ch 13: Notes Part 5: Distribution Decisions Ch 14: Marketing Channels and Supply Chain Management Ch 14: Introduction Ch 14: Chapter Overview The Role of Marketing Channels in Marketing Strategy Types of Marketing Channels Channel Strategy Decisions Channel Management and Leadership Vertical Marketing Systems Logistics and Supply Chain Management Physical Distribution Ch 14: Review of Chapter Objectives Ch 14: Marketing Terms You Need to Know Ch 14: Assurance of Learning Review Ch 14: Projects and Teamwork Exercises Ch 14: Critical-Thinking Exercises Ch 14: Ethics Exercise Ch 14: Internet Exercises Ch 14: Notes Ch 15: Retailers, Wholesalers, and Direct Marketers Ch 15: Introduction Ch 15: Chapter Overview Retailing Retailing Strategy Selecting a Target Market Types of Retailers Wholesaling Intermediaries Direct Marketing and Other Nonstore Retailing Ch 15: Review of Chapter Objectives Ch 15: Marketing Terms You Need To Know Ch 15: Assurance of Learning Review Ch 15: Projects and Teamwork Exercises Ch 15: Critical-Thinking Exercises Ch 15: Ethics Exercise Ch 15: Internet Exercises Ch 15: Notes Part 6: Promotional Decisions Ch 16: Integrated Marketing Communications, Advertising, and Public Relations Ch 16: Introduction Ch 16: Chapter Overview Integrated Marketing Communications The Communication Process Elements of the Promotional Mix Advertising Advertising Strategies Advertising Appeals Media Selection and Scheduling Public Relations Promotional Mix Effectiveness Ch 16: Review of Chapter Objectives Ch 16: Marketing Terms You Need To Know Ch 16: Assurance of Learning Review Ch 16: Projects and Teamwork Exercises Ch 16: Critical-Thinking Exercises Ch 16: Ethics Exercise Ch 16: Internet Exercises Ch 16: Notes Ch 17: Personal Selling and Sales Promotion Ch 17: Introduction Ch 17: Chapter Overview The Evolution of Personal Selling The Four Sales Channels Trends in Personal Selling Sales Tasks The Sales Process Managing the Sales Effort Ethical Issues in Sales Ch 17: Review of Chapter Objectives Ch 17: Marketing Terms You Need to Know Ch 17: Assurance of Learning Review Ch 17: Projects and Teamwork Exercises Ch 17: Critical-Thinking Exercises Ch 17: Ethics Exercise Ch 17: Internet Exercises Ch 17: Notes Part 7: Pricing Decisions Ch 18: Pricing Concepts Ch 18: Introduction Ch 18: Chapter Overview Pricing and the Law Pricing Objectives and the Marketing Mix Methods for Determining Prices Price Determination in Practice The Modified Breakeven Concept Yield Management Global Issues in Price Determination Ch 18: Review of Chapter Objectives Ch 18: Marketing Terms You Need to Know Ch 18: Assurance of Learning Review Ch 18: Projects and Teamwork Exercises Ch 18: Critical-Thinking Exercises Ch 18: Ethics Exercise Ch 18: Internet Exercises Ch 18: Notes Ch 19: Pricing Strategies Ch 19: Introduction Ch 19: Chapter Overview Pricing Strategies Price Quotations Pricing Policies Price–Quality Relationships Competitive Bidding and Negotiated Prices The Transfer Pricing Dilemma Global Considerations and Online Pricing Ch 19: Review of Chapter Objectives Ch 19: Marketing Terms You Need to Know Ch 19: Assurance of Learning Review Ch 19: Projects and Teamwork Exercises Ch 19: Critical-Thinking Exercises Ch 19: Ethics Exercise Ch 19: Internet Exercises Ch 19: Notes Appendix A: Developing an Effective Marketing Plan Appendix B: Financial Analysis in Marketing Glossary Name & Company Index Subject Index International Index Back End Sheet 1 Back End Sheet 2